Daily deals site Groupon has acquired a company called Hyperpublic, a startup that specializes in location-based technology. Hyperpublic created numerous products such as a platform called Places+, which lets users find local restaurants, landmarks, and other attractions seamlessly, without needing to specify their location.
It also offered an application programming interface (API) specializing in highlighting local deals and events. That API, called Geo Deals & Events, is likely what was most appealing to Groupon.
Groupon is one of the biggest names in the increasingly popular "daily deal" website category. The company has earned most of its recognition through its ability to offer targeted, local deals to users while presenting universal offers to all users as well.
The addition of Hyperpublic fits into Groupon's mold perfectly, and it begs the question of what the site wants to do in terms of expanding locally relevant information.
Anyone who has used Groupon before would probably agree that it has already managed to implement its own location-based technology pretty well, so it will be interesting to see exactly what Hyperpublic will add to that.
Groupon does also face questions over whether or not it's just part of another fad that is destined to fade, as well as whether or not it will be able to remain on top as the market is bombarded with new and innovative players.
In a statement on its website, Hyperpublic said the Groupon acquisition was "a huge win for our team, our investors and everyone who contributed to our company over the past two years."